Legal Guidelines for Advertising on the Internet

Online advertising must follow the Federal Trade Commission Act (FTCA) guidelines. For instance, the general rule is that online advertisement must be truthful and must not mislead consumers. The advertisements must be considered as a whole, and advertisers must provide consumers with a reasonable disclosure that includes truthful and verifiable information that will help consumers make an informed decision about whether or not to purchase the product or services offered.

The following questions have been addressed in this article:

What implied or express claims must an online advertisement have?
What does “clear and conspicuous” mean?
What is the standard to determine whether an online advertisement is legally acceptable?
What factors must be evaluated to determine if the disclosure is clear and conspicuous?


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